1) What was the biggest surprise for you in the reading? In other words, what did you read that stood out the most as different from your expectations?
The biggest surprise for me in the reading was about the Miller Lite ads and how the authors explain that even the most memorable ads don't spur sales. I would think that they did because they usually remain in our mind longer to the point where we are at a supermarket for example in front of a product and the memory from the ad sparks a curiosity to try this product.
2) Identify at least one part of the reading that was confusing to you.
I am mostly confused as to why companies are continuing with segmentation initiatives if they are failing.
3) If you were able to ask two questions to the author, what would you ask? Why?
Why are companies not changing their product or advertising methods if the ones in current use are not spiking up sales? Would it cost them more money to research on what their customers prefer and draw their attention by re-branding?
4) Was there anything you think the author was wrong about? Where do you disagree with what she or he said? How?
It's difficult to disagree with anything the author talks about because of all the information provided as back-up for their theory on why the current segmentation initiatives are failing to improve business.
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